How Submarine.ai Measures Brands on Social Media

What we track

Submarine.ai tracks official brand channels on YouTube, TikTok and Instagram. A channel counts when the brand itself runs it. Creator posts, fan accounts and retailer accounts are left out.

Each week we record the views, likes and comments on the posts those channels published.

How topics are assigned

An AI model assigns topics to each post. Only approved topics appear on the public pages; new topic names go through moderation before they can be published. Topic rankings and trend pages count a brand's posts on that topic and ignore the rest of its content.

Definitions

• Views: the views recorded on posts published in the trailing 30 days.
• Engagement: likes plus comments on those posts.
• Engagement rate: engagement divided by views.
• Benchmarks: medians are per-brand medians. We compute each brand's engagement rate, then take the middle value across the brands in the cohort. The Brands column is the sample size.
• Trending growth: views in the last 7 days compared with the 7 days before.

How often the data is updated

Brand channels are scanned once a week, on Sunday. The pages are rebuilt on Monday morning (UTC). Every page shows the date of its latest update.

Limitations

• Platforms do not say which views came from paid promotion, so the numbers mix paid and organic views.
• Each platform counts views in its own way. A TikTok view and a YouTube view are different events, so compare brands on the same platform first.
• Official channels only. Reach a brand gets through creators or retailers is not in these numbers.
• Figures are rounded.
• The free pages show the top 10 of each ranking. Ranks 11 to 25 come with the weekly email, and the full data is in the Submarine.ai product.

Who makes this

Submarine.ai, founded by David Klingbeil. Data and methodology questions: use the Get in touch link.

Corrections

If you spot an error, tell us through the Get in touch link and we will correct it in the next weekly update.